Jutrzenka
About
Jutrzenka is a business of renting warehouse space and providing services for companies. The company still has no identification, does not have even its own website. It is a B2B business model. Space rental for a fee.
Who are their clients?
A business client who rents storage space for his valuables.
The Challenge
To create identification from scratch for a new business. The name of the company was derived from the name of the street on which it is located and has nothing to do with the nature of the business, so at least the identification was to suggest what the company's operations are based on.
Colors
Blue as the dominant color and white as the complementary color. The warehouses are white large halls, standing a few kilometers from the downtown, but still in a less urbanized landscape, so apart from the buildings you can mainly see ... the sky. So two colors were used that dominate the location of Jutrzenka - white and blue
Typography
Lato Regular
Logotype
Logotype referring to the building - a square with some (variable) spatial content - a stored item.
Visual Theme
The photo in blue tones shows the frontal view of the hall, simple, calm composition. New pictures should be delivered in accordance with these rules - they should present a static, calm, portrait, horizontal shot, without any dynamic elements in the composition. Only parking lanes painted on asphalt can pass for such, but at least they lead the eye back to the static element - the warehouse. In addition, all elements and lines form right angles.
The logotype communicates the main activity of the company, the warehousing service, therefore there is an object hidden in the logotype - a partially hidden cube. The text is divided into three levels (multi-level storage) and is shifted and also partially hidden. In identification, I tried to make most of the elements flat, arranged perpendicular to each other, so the photo is from the front, the square symbol of the building has only right angles, and the only element placed at an angle of 45 degrees is the stored item.
